book

Brand Fusion

Name: Brand Fusion
ISBN: 9783110718737

by Terry Smith, Tom Williams

July 2022

Intermediate to advanced

620 pages

22h 33m

English

De Gruyter

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Section 1: Introduction to themes and conceptual frameworks
1 Overview1.1 Outline of chapter1.2 Brief introduction1.3 How this book is organised1.4 Themes and discussions1.5 Andragogic logic
Section 2: The foundations of theory and practice
2 Developing brand strategy: Roots, resources, relationships2.1 Outline of chapter2.2 Introduction2.3 Philosophy of business2.4 Marketing philosophies2.5 Stakeholders, networks, and value-creating ecosystems2.6 The role of resources and assets in value creation2.7 Creating shared value and values2.8 Inclusive, conscious, and ethical capitalism2.9 Branding in context and contexts2.10 The balanced scorecard2.11 Purpose, trust, and branding the organisation3 Managing meaning: Social-dominant logic3.1 Outline of chapter3.2 Introduction3.3 Culture and consumption3.4 Social and psychological function of branding3.5 Marketing and meaning3.6 Service-oriented dynamics3.7 Social-dominant logic3.8 Social value-in-use: The logic of service marketing3.9 Social salience: Culturally constituted experiential marketing3.10 Social semiotics: The universal language of branding3.11 Socialised media: Digital technology3.12 Social interaction: Brand communities and stakeholder impacts3.13 Social conscience: Social marketing3.14 Social stories: Brand narratives3.15 Social partnerships: Exchange relationships and dialogue3.16 Social innovation and value
Section 3: The development of strategy
4 Managing the alignment of strategy: Purpose, proposition, and positioning4.1 Outline of chapter4.2 Introduction4.3 Shareholder primacy and stakeholder democracy4.4 The value proposition4.5 Vision and mission statements4.6 Purpose, vision, and mission statements4.7 Defining purpose4.8 Characteristics of purpose4.9 Advantages of purpose4.10 Value alignment and environmental adaptability4.11 Aligning purpose, value, and values4.12 Strategic positioning4.13 Purpose, value proposition, and strategic positioning4.14 Purpose and value positioning4.15 Repositioning and rebranding4.16 Purpose-driven brand strategy4.17 Measuring purpose, value, and values5 Managing customer-company fusion: Customer experience management5.1 Outline of chapter5.2 Introduction5.3 Engagement at the customer-company interface5.4 Purposeful ecosystem orchestration5.5 Managing customer experience5.6 Impact of digital disruption on customer experience5.7 Mutually beneficial relationships5.8 Corporate identity and organisational culture5.9 Corporate social responsibility and beyond5.10 Measuring corporate culture impacts6 Managing strategic segmentation: Customer insights from data6.1 Outline of chapter6.2 Introduction6.3 Customer centricity6.4 Big Data can lead to big confusion6.5 Segmentation and profiling6.6 Segmentation and the customer journey6.7 Narratives and knowledge from data6.8 Societal impacts of datafication in the age of the social customer7 Managing the customer journey: Strategic service approaches to the consumption experience 7.1 Outline of chapter7.2 Introduction7.3 Defining what a ‘Customer Journey’ is7.4 Strategic service approaches to the customer journey7.5 The voice of the customer7.6 Customer journey touchpoints7.7 Digital engagement8 Managing the conversation: Integrated marketing communications8.1 Outline of chapter8.2 Introduction8.3 Digital dynamics and the changing contexts of IMC8.4 Marketing communications strategy and planning8.5 Permissive and interactive marketing8.6 Integration and strategic consistency8.7 Content, convergence, and connectivity8.8 Benefits of integrated marketing communications9 Managing brand equity: Tangible results from intangible assets9.1 Outline of chapter9.2 Introduction9.3 What is brand strategy?9.4 The concept of brand9.5 Brand identity, brand image, and reputation management9.6 Brands and the notion of value9.7 Brands as capital9.8 Equity from intangible assets9.9 Leveraging brands as assets9.10 Leveraging employees as assets9.11 Leveraging customers as assets9.12 Building through narratives of relevance, authenticity, and love9.13 Relationship between IMC and brand equity9.14 Links between brand building and brand activation9.15 Purpose-driven brand strategy9.16 Coda
Section 4: The application and purpose of practice
10 Legal & General: Inclusive capitalism – change, sustainability, and purposeLegal & General: Inclusive capitalism – change, sustainability, and purpose10.1 Outline of chapter10.2 Introduction10.3 Case orientation and context10.4 Matching deeds with actions: Going beyond ‘tactical CSR’ to delivering corporate brand purpose and brand equity10.5 Frictionless foundations: Credibility is the driving force for success10.6 Corporate identity-based? An affirmative gaze10.7 A purposeful gaze navigates uncertainty, allowing for an inclusive stake10.8 The corporate brand Gaze: Lazer focus – ESG11 Inspired Villages: Purpose, values, & alignmentInspired Villages: Purpose, values, & alignment11.1 Outline of chapter11.2 Introduction11.3 Case brief11.4 Case orientation and context11.5 Challenging the cultural status quo: Delivering social impact11.6 The purpose paradox: Market dynamics11.7 Strategic brand management: Holistic business model11.8 Strategic imperative: Finding dynamic capability through hybrid market orientation and internal branding11.9 Responsive market orientation (RMO)11.10 Proactive market orientation (PMO)11.11 Customer journey, brand meaning, and equity: Community, life-style and purpose11.12 Key drivers for brand meaning and equity12 Small is beautiful: Big ambitions for SMEs12.1 Outline of chapter12.2 Introduction12.3 The case for brand management in SMEs12.4 Mind the gap: Brand identity prism12.5 The role of brand strategy in SMEs: Act small, think big12.6 The role of brand management in SMEs12.7 Drivers for success in SME brand building and management12.8 The productivity puzzle of SMEs12.9 Building productive brands in SMEs: Be the Business13 Festival of Thrift: Sustainability through brand community13.1 Outline of chapter13.2 Introduction13.3 Case orientation and context13.4 Building a community through brand attachment13.5 COVID-19 context: Key drivers for a sustainable, creative, and resilient community14 Headspace: Immersive digital meditation and mindfulness14.1 Outline of chapter14.2 Introduction14.3 Case orientation and context14.4 Market orientation: Embedding ‘Buddhism’ through digital innovation14.5 Immersive digital experience15 Freedome: Building franchise brand equity15.1 Outline of chapter15.2 Introduction15.3 Case orientation and context15.4 Strategic branding: Franchise foundations15.5 Brand ownership15.6 Aligning brand identity and brand image16 University of Cumbria: Brand anchor, pledge, and persona16.1 Outline of chapter16.2 Introduction16.3 Case orientation and context16.4 Emdedded branding: Finding an anchor to deliver a pledge16.5 Strategic segmentation; tangible outcomes16.6 The student-customer personas: Overview messaging16.7 Impact: Benefits of using personas to drive IMC16.8 Theory: The communication context17 Dell Technologies: Person to person in B2B17.1 Outline of chapter17.2 Introduction17.3 Case orientation and context17.4 Branding in a B2B context17.5 Digital transformation, pivoting a B2C model in a B2B context17.6 B2B relationship-driven tangible and intangible brand value
References
Acronyms and Abbreviations
Index

Content preview from Brand Fusion

Acronyms and Abbreviations

A2A: Actor-to-Actor
ACX: Automated Customer Experience
ADMA: Association for Data-Driven Marketing & Advertising
AI: Artificial Intelligence
AMA: American Marketing Association
ANA: Association of National Advertisers
AoM: Academy of Marketing
AR: Augmented Reality
B2B: Business-to-Business and Business-to-Business Communications
B2C: Business-to-Consumer Communications
BCB: Brand Citizenship Behaviour
BEO: Business Ecosystem Orchestration
BIA: Beneficial Impact Assessment
BMR: Business Marketing Relationships
BSC: Balanced Scorecard
BYOD: Bring Your Own Device
C Suite: Executive level managers such as Chief Executive Officer (CEO), Chief Operating Officer (COO),Chief Marketing Officer (CMO), Chief Financial Officer ...

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ISBN: 9783110718737

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Brand Fusion

by Terry Smith, Tom Williams

Acronyms and Abbreviations

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.